Romaniuk has now written a new book covering another critical area of brand management (measurement) entitled Better Brand Health; Measure & Metrics for a How Brands Grow World. The self-confident approach of the Ehrenberg-Bass Institute is evident from the preface where the author wastes no time in outlining the faults of most current brand tracking studies.
Read moreWhether you’re looking to collaborate with Barbie, or collaborate elsewhere, what can be done to help your brand’s chances at success? Is this type of collaboration even worthwhile for brands, or does it only benefit Barbie?
Read more"For people who want to do evidence-based marketing, they need to draw on the most valid and reliable evidence available, and that’s via the Ehrenberg-Bass Institute," says Ferrier.
Read moreMr. Byron Sharp challenged the importance of Differentiation. With the data backing up, he concludes that consumers really don't see brands as being too different.
Read moreWhen Byron Sharp wrote his seminal book on evidence-based marketing in 2010, it sparked a debate on distinctive brand assets and the benefits of immediate consumer recognition. Does his premise remain relevant today?
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